WAR
Entertainment Creative @ Sky Creative
Oct 2025 - Oct 2026
ROLE
Worked across WAR from initial key art concepts and creative development through to final campaign delivery, with a particular focus on OOH, social and digital.
Led the development of platform native creative for Reddit and Meta, finding new ways for audiences to engage with the campaign's central rivalry.
Developed a large scale Waterloo takeover, creating a connected journey of contextual OOH, copy and motion that extended the campaign into the station environment.
Helped shape the campaign across Creative, AV, Motion, Design, Social, Production and Marketing, carrying one clear creative idea from concept through feedback, approvals and final execution.
INFO
WAR is a Sky Original drama centred on a bitter high-profile divorce, where the battle for control quickly extends beyond the courtroom. With two sides, two stories and everything to lose, the campaign invited audiences to decide whose side they were on.
CREDITS
Creative Director - Fred Hammarlund, Max Pickwoad
Creatives - Rosie Lewis, Adam Gerrard, Jack McPartland
Social Creative - Simon Dean
Photography - Simon Emmet
Retouch - Sophie Hewitt
Design - Steve Stacey, Dan O’Mara
Motion Design - Eng Zyan Keh, Sammy Haffar, Deniz Yavuz
Production - Jennifer Moorhead, Lizanne Murphy, Victoria Mortell
Production Assistant - Ana Young
Account Director - Jen Guiver
Artworking - Shaun Harwood
Key art development
Developing the key art was just the starting point, with the creative evolving across everything from social to large-scale OOH and Waterloo.
Social campaign
Extended WAR’s two-sided campaign into social, developing a Sky first LinkedIn execution, a Meta Instant Experience and long form Reddit Freeform rival ads that invited audiences to pick a side.
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UNAPPROVED CONCEPTS
Creative routes and ideas explored along the way that never made it into the final campaign...
